Choosing the Right Public Relations Specialist: What I Look For

A public relations specialist is an integral part of any brand, working unseen behind every prominent organization and even celebrities. These professionals generate a positive public image for their clients through social media, media coverage, and press correspondence.

They are the unsung heroes, working behind the scenes to help build a strong relationship between their client or organization and the public.

But how do you select the right PR specialist for your brand? What are the qualities to look out for? Well, I might not be a brand owner, but I have worked as a marketer and I am a PR specialist also, which means I can tell you what to look out for if you want to hire me (wink).

Key Takeaways

A public relations specialist manages the public image and reputation of individuals, organizations, or brands.
PR specialists promote open and transparent communication between their clients and their target audiences.
PR specialists work in a variety of industries, including education, advertising, politics and government. In politics and government, they may be referred to as press secretaries.
To become a PR specialist, you must complete a bachelor’s degree, get on-the-job training and know what kind of PR you like.
If you own a business and would like to benefit from utilizing PR services, you can either create a PR department and employ PR staff or hire outside PR services.
However, the first option is better, because the team works for you and you alone, as opposed to hiring specialists who also need to focus on other clients.

Who Is A Public Relations Specialist?

A public relations specialist manages the public image and reputation of individuals, organizations, or brands. These specialists are skilled in crafting and delivering messages that shape how the public perceives their clients or employers. Their primary objective is to establish and maintain positive relationships between their clients and the public; this includes customers, media, investors, and the broader community.

Public relations act as intermediaries, conveying accurate information and managing crises to ensure that their clients’ image remains consistent and aligned with their strategic goals. Through their expertise in media relations, content creation, and crisis management, public relations specialists contribute to fostering a strong brand identity and building trust.

They also promote open and transparent communication between their clients and their target audiences.

What Does A Public Relations Specialist Do?

Public relations specialists, also called media specialists or communications specialists, craft and manage a positive reputation for the company they represent. Rather than paying for advertising, public relations specialists raise their client’s public image by writing resources for the media to use in their coverage, engaging the client’s audience on social media and building a relationship with the press.

PR specialists work in a variety of industries, including education, advertising, politics and government. In politics and government, they may be referred to as press secretaries.

The day-to-day duties of public relations specialists include:

Writing press releases
Preparing media packets
Communicating with the press
Monitoring and boosting their client’s public reputations
Outlining and writing speeches
Organizing interviews and media spotlights for the leaders of their client’s organization
Reviewing promotional campaigns to ensure they’re on-brand and actively improving public perception of the client
Checking and boosting the client’s reputation through social media

A PR specialist may work within the organization they represent or as part of a PR firm that represents many clients.

Duties and Responsibilities Of A PR Specialist

Public relations specialists serve as key strategists in developing communication campaigns that influence public opinion, raise awareness, and drive engagement. Their work involves monitoring media coverage, assessing public sentiment, and adapting strategies as needed to maintain a positive image.

Here are some common responsibilities of a public relations specialist:

Media Relations: Develop and maintain relationships with journalists, editors, and media outlets. Pitch story ideas, draft press releases, and coordinate interviews to secure media coverage that highlights the positive aspects of the client or organization.
Content Creation: Create compelling and engaging content for various communication channels, including press releases, articles, blog posts, social media updates, and multimedia materials.
Social Media Management: Develop social media strategies, create content calendars, and manage social media accounts to engage with audiences, share updates, and respond to comments or inquiries.
Crisis Management: Prepare for and manage crises that could impact the reputation of the client or organization. Develop crisis communication plans, respond to negative situations promptly, and provide accurate information to mitigate potential damage.
Event Planning: Organize and coordinate events such as press conferences, product launches, fundraisers, and promotional activities to generate media coverage and enhance public awareness.
Public Speaking: Act as a spokesperson for the client or organization during media interviews, public speaking engagements, and presentations. Effectively convey key messages and manage questions from the media or the public.
Stakeholder Communication: Develop communication strategies to engage with various stakeholders, including customers, employees, investors, and community members. Maintain open lines of communication to address concerns and share relevant updates.
Market Research: Conduct research to understand public perception, industry trends, and competitors’ activities. Use insights to inform communication strategies and identify opportunities for positive exposure.
Brand Management: Contribute to shaping and maintaining a consistent brand identity that aligns with the organization’s values and messaging across different communication channels.
Measurement and Analytics: Track and analyze the effectiveness of public relations campaigns using metrics such as media coverage, social media engagement, website traffic, and sentiment analysis.
Collaboration: Work closely with marketing, advertising, and other departments to ensure consistent messaging and alignment of communication efforts.
Writing and Editing: Craft clear and compelling content for press releases, speeches, articles, and other materials. Edit and proofread content to ensure accuracy and professionalism.
Relationship Building: Build and nurture relationships with influencers, industry professionals, community leaders, and other key individuals who can positively impact the client’s reputation.
Continuous Learning: Stay updated on industry trends, communication technologies, and best practices in public relations to adapt strategies and techniques.

How To Become A Public Relations Specialist

#1. Complete a bachelor’s degree

Media specialists typically have a bachelor’s degree in public relations, communications, English, journalism, or business. However, if your goal is to work in politics or government, you may consider a political science major and a public relations minor. Aspiring candidates can also benefit from taking courses in public speaking, advertising, marketing, business administration, and creative writing.

#2. Get on-the-job training

For those still in school, an internship can be a great way to gain industry experience before applying to your first public relations job. If you’ve already completed an internship or graduated from college, getting an entry-level PR job can help you gain experience to make your PR specialist resume stand out.

Job shadowing is another tactic for obtaining training, and it can help you establish industry contacts who may refer you to potential PR jobs in the future.

#3. Learn what kind of PR you like

Many industries employ public relations specialists, including:

Advertising

In advertising, a public relations specialist might focus on making sure ad campaigns match the company’s brand and meet their target audience’s expectations. Advertising PR can be a great way to incorporate your hobbies into your daily work life.

For example, if you’re an avid hiker, working as a media specialist for an outdoor gear company might be a good fit for you.

Education

Public relations specialists working in education might be in charge of accruing donations for building new facilities, purchasing equipment or hiring new teachers. Education PR specialists might also promote university sports teams, reach out to prospective students and highlight large school events.

Government

In the government, public relations specialists are often called press secretaries and deal with communications such as informing the public of helpful government programs, creating news releases about how to fill out new tax forms, and leading awareness campaigns about health and safety hotlines.

Politics

In politics, PR specialists may also be called press secretaries. They are responsible for maintaining a politician’s image, answering questions the media may have about political decisions, and handling the public perception side of a political campaign.

Business

Public relations specialists in business focus on boosting a brand’s authenticity and managing relationships with potential customers. They also craft company news releases to announce new products, corporate responsibility initiatives or company events.

#4. Try joining a professional association

To boost their professional image, many public relations specialists belong to a professional organization, such as the Public Relations Society of America (PRSA) or the International Association of Business Communicators (IABC). It’s helpful to research your target industry to pinpoint which professional association can benefit your career the most.

Here are a few benefits professional PR organizations typically provide for their members:

Career development training
Networking opportunities such as conferences
Professional credibility
Job recommendations
Awards and acknowledgments

#5. Consider getting a certification

While having a certification is typically optional for most PR specialist jobs, it can show your professional competence, expertise and up-to-date skills, which can help you stand out from other candidates. Many professional PR associations offer certifications that you can pursue whether or not you’re a member of the organization.

If you’re not sure which certificate to choose, consider contacting a PR association you’re interested in for advice about how to get started.

#6. Compile a portfolio

Many employers prefer PR specialist candidates to submit a portfolio with their job applications. Your public relations specialist portfolio can include:

High-quality assignments completed during your bachelor’s degree
Projects completed during your on-the-job training, entry-level job or job shadowing
Projects from any certification courses you may have taken
Training projects you may have completed through your professional association
Samples that highlight your skills related to the specific job you’re applying for

To create a portfolio that stands out, it’s helpful to include samples related to the industry you’re applying to, which you can do by creating a few high-quality pieces that demonstrate specific skills.

How To Choose The Right Public Relations Specialist For Your Brand

If you own a business and would like to benefit from utilizing PR services, you have two options. You can either create a PR department and employ PR staff or hire outside PR services. The first option is without a doubt a better idea because the entire PR department is working for you alone.

As a result, you can expect a better service than from a firm that is working for multiple clients.

Having your own PR department significantly increases the costs of operation because PR specialists are quite expensive. In fact, most small and medium-sized companies cannot afford to hire even a single full-time PR specialist. This is because you do not only need a PR specialist but you need a good PR specialist if you want to benefit from utilizing PR services.

If you cannot afford to employ a full-time PR specialist, the only option is to hire outside PR services which can boost your business as well. Below is a checklist of how you can do so:

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Choosing the right PR specialist for your brand

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Skills Required for a Public Relations Specialist

Public relations specialists use a set of highly developed soft skills to build relationships between their clients, the media, and the public. If you’re interested in boosting your soft skills, consider enrolling in a workshop or online class or finding a mentor who commits to giving you honest feedback, such as a trainer, internship supervisor or job shadowing leader.

Public relations specialists often have the following industry-specific skills:

#1. Communication

On behalf of their clients, public relations specialists are responsible for maintaining a positive, forthcoming relationship with the press, which requires highly developed communication and interpersonal skills. These skills may include:

Communicating and maintaining a positive relationship with the media
Working together with a client to translate their message into on-brand releases for the media
Dependably reaching a client’s public image goals
Staying flexible and ready to make a change if a PR initiative doesn’t perform according to plan

#2. Organization

Public relations specialists often lead PR campaigns and events, so it’s helpful for them to be proficient organizers. Here are a few organization-related skills PR specialists may have:

Planning strategically for long-term campaigns and large events
Delegating duties to a team of PR professionals
Managing several events or campaigns at one time
Handling challenging deadlines for campaigns, events and projects

#3. Problem-solving

Public relations specialists often use these problem-solving skills on the job:

Judging promotional and advertising campaigns to ensure they’re on-brand
Monitoring and maintaining public opinion of clients through social media
Analyzing public feedback and converting it into new PR strategies
Researching actionable tactics to improve their public relations efforts

#4. Writing

For most PR specialists, writing is a part of their daily responsibilities. They typically know how to do the following kinds of writing:

Press release writing
Speech writing
Writing with brand voice
Social media writing
Creative writing

How Much Do Public Relations Specialists Make?

According to the US. Bureau of Labor Statistics, the average salary for a public relations specialist is $61,150 per year, though this may vary slightly by industry. Here is a list of median salaries for PR specialists based on their field:

Education services: For private, state, and local education PR, the national average salary is $57,940.
Advertising and public relations: For traditional PR jobs in marketing, advertising and sales, the median yearly salary is $64,230.
Government services: For jobs dealing with government public relations, the average salary is $65,310 annually.
Business and political relations: For jobs targeting business and political PR, the typical annual salary is $66,340.